Your social media efforts in 2017 will define how your brand is perceived by new and existing customers. Social media has already become an integral part of the overall marketing strategy. It’s obviously a powerful tool of influencing target audiences and selling your product to the right people. And, as usual, with great power comes great responsibility.
Enjoy the fresh serving of bad social media advice and make sure you choose the right path in the social media jungle as the year turns! Remember, you do not want to be creating social fails in 2017.
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7 Insanely Easy Ways to Mess Up Your Social Media Efforts in 2017
1. Post As Much As Possible
Did someone say “Content is king”? Well, then we need more of it! Oh, and visuals work great for social media? Bring them on, now!
Do you want your followers to hide all your updates on the feed? Then you’re on the right track! Go for it, and flood the Internet with your awesomeness!
Looking for a different outcome? Then go for quality, not quantity. Whenever it’s possible, give your inner censor time to sleep on it and make sure you deliver only the best. People have plenty of sources of great content nowadays. Make sure you’re at least one of these, if not the best one.
2. Post Whenever You Feel like It
There you are, posting great content. It’s fun, informative and all that’s left for you to do is sit back, and wait for your audience to like, share and retweet, like crazy.
And nothing happens.
Here are two most likely options: either your content is not that great (that is hopefully wrong) or you post it at the wrong time.
Is your marketing persona a working mom, having a chance to take a peek on what’s going on on social media during lunch? Then don’t bombard the feed with posts at 3 am!
Is it a college student, surfing the web in the evening? Then restrain yourself from publishing updates in the wee hours of morning, when they do their very best to catch the last minutes of peaceful slumber.
Monitor and track your target audience‘s habits and make posting time convenient for them, and not for you. Schedule the posts for the most appropriate time and enjoy: your readers will get your content fresh and crispy, just the way it should be.
3. Get Overly Whimsical
So, you’ve finished a thoughtful post on the peculiarities of production of your product or amazing benefits, that your service brings to the readers. What’s next? Kittens? Sure, everybody loves kittens, plus, it humanizes the image of your brand and gets you a broader audience. And then we’ll go back to the serious stuff, since we’re making some profound effort here, right?
Though diversity is surely important, consistency is something you definitely don’t want to sacrifice. Structure your content with laser precision and stick to the plan. A series of thoroughly researched blog posts, for instance, will surely attract the so-much-needed attention and will get your readers something to come back for.
Try considering your social media strategy a TV show. You would be pretty annoyed if an exciting plot line would suddenly seize to exist, right? Don’t do that to your audience. Keep things spicy, yet satisfying. The positive feedback will be soon to arrive.
4. Make It All About Yourself
Your service, your product, your team, your corporate events. You’re happy to share the information with the readers and always willing to tell some more.
And again. People are not nearly as thrilled as you are.
The fix is, again, quite close and simple. Make it about them, not about you. Study demographics, preferences and interests of your target audience and do your very best to weave your message into what gets them on the edge of their seats. It doesn’t mean losing your voice. It means doing everything to finally get heard.
5. Don’t Allow Comments
Well, people may get angry there. They may be dissatisfied with your service, delivery or simply have some strong opinions about the post you’ve just shared. The comments are closed. Let’s just leave it this way.
This way of thinking could not be more wrong. Social media is about interaction. Shutting people down will not make them feel better.
Let people speak their minds. Talk to them. After all it’s social media. It’s yet another chance to show that you care and build strong, friendly relationship with people who you eventually work for.
6. Don’t Use Tools to Measure Engagement
You’re smart enough to estimate the number of likes and assess the quality of your posts. Right? Who needs to waste money on the tools that will do the same job?
In fact, you do have to be reasonable and critical choosing tools to enhance your social media performance. However, some of them are definitely worth your analysis and attention.
Tools like Cyfe, Zoho, HootSuite and Buffer will help you track how your content is shared on social media and the way it influences the general ROI. Tools like the Customer Lifetime Value Calculator will define how much a lead costs and whether you should change the direction of your marketing efforts. And, of course, Google Analytics, which is the gold standard for many of your web analytics requirements.
7. Don’t Bother to Create Experiences
The main goal of being active on social media is promoting your product, right? So, all you need is to provide information about what you sell, and probably entertain your audience from time to time.
This viewpoint is obvious, and partially right. Lots of people and brands follow this path and even achieve their goals.
Nevertheless, if you want to be really successful, you should at least try to give your audience more than that. We all love the feeling of being a part of a community, where our opinion is valued and interests are shared. With a bit of creativity you can easily create these experiences.
“The best caption for the picture” contest? An engaging story, where your audience may come up with their own plot twists? Asking an insightful question and allowing your readers to share and discuss their opinions? These all are basic examples of tons of things you can do to unite your audience and build strong emotional connections between them and your brand.
There it goes. The traps are definitely easy to fall into. However, with a bit of attention and creativity you’ll find your way to the top. So keep moving and enjoy the ride! What will you do differently on social media in 2017?
About Guest Author
Regine Ward is a freelance writer/blogger and tutor at Do My Homework Online. Her main values are lifelong learning, helping people become the best versions of themselves and constant self-improvement. In her free time Regine travels, reads, drinks coffee and bakes cookies. Find her on Twitter.
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